While the aviation sector is hurtling towards digitalization, airlines are pinning more hopes on freeing themselves from the straitjacket of conventional distribution models. IATA's launch of New Distribution Capability (NDC) was a turning point in airline products distribution, personalization, and retailing. In reality, it becomes real only when the technology is maximized to the extent with intelligent, scalable platforms. And that is where OpenNDC steps in.
In this blog, we’ll explain what is OpenNDC, how OpenNDC works, and how it is revolutionizing airline retailing in the NDC era. We’ll also look at why airlines around the world are choosing OpenNDC to overcome market challenges and take control of their distribution strategy.
What is OpenNDC?
OpenNDC is a cutting-edge travel technology platform through which airlines can embrace and ramp New Distribution Capability in a non-intrusive way. While NDC equips airlines with the potential to display dynamic content, rich fare packages, and real-time offers, OpenNDC makes such opportunities actionable solutions for new retailing.
OpenNDC is a smart distribution layer that connects airline reservation systems to third-party sales channels, enabling real-time rich content distribution, offers and dynamic pricing. OpenNDC gives airlines control of how and where their products are sold and promoted, no matter the channel.
Grasping the NDC landscape
Before diving into OpenNDC in greater depth, it's worth understanding what New Distribution Capability is. Created by IATA, NDC is an XML-based messaging standard that allows airlines to distribute their entire product catalog — fares, ancillaries, and promotions — directly to travel sellers and end travelers.
Whereas NDC defines the technical specifications, OpenNDC is the enabler that brings these possibilities cost-effective, efficient, and scalable for airline retailing.
How OpenNDC Works
OpenNDC is an intermediary that bridges airline inventory systems, pricing engines, and external distribution channels. Its API-based open architecture facilitates communication and data exchange between systems seamless, airline content intelligent, rapid, and dynamic.
1. Single API Layer
OpenNDC connects to multiple airline systems (CRS, PSS, revenue management systems) as well as external selling partners through standardized APIs. This obviates the requirement to code each new connection and allows for fast integration.
2. Offer & Order Management
NDC principles are supported by OpenNDC for the end-to-end offer and order life cycle — from post-booking servicing through to real-time fare building. Dynamic, rule-based offers can be constructed by airlines that react to customer behavior as well as marketplace demand.
3. Dynamic Personalization
Operating on customer data and context data, OpenNDC customizes each step of the booking process. Fair bundles, seat upgrade or baggage promotions, offers are constructed in real time and customized to each traveler.
4. Rich Content Delivery
OpenNDC enhances the user experience by offering rich media — branded fare images, seat charts, baggage allowances, and service icons — to all channels.
5. Reporting and Analytics
Aerialight's built-in reporting capabilities allow airlines to get useful insights into performance, user behavior, and revenue generation and utilize them to optimize strategies in the future.
How OpenNDC Revolutionizes Airline Retailing
OpenNDC revolutionizes the conventional airline distribution model into a new-generation, customer-focused retailing experience. Here's how it's revolutionizing the game:
From Passive Display to Active Retailing
Legacy systems limit airlines to static content presentations. OpenNDC facilitates dynamic retailing — offers can be created, modified, and published in real-time, enabling airlines to behave like retailers, not just ticket sellers.
Personalized Offers at Scale
By combining real-time data with dynamic pricing engines, OpenNDC allows airlines to build personalized products and bundles at scale — making them more personal and boosting conversion rates.
Single Distribution Control
The airlines maintain one point of control over all their content, prices, and availability — eliminating inconsistency and delivering richer brand presentation across channels.
Faster Innovation Cycles
Airlines can get new services to market, test bundles, or drive flash sales in real-time — something old tools can never do.
Why OpenNDC?
Choosing a travel tech platform is a strategic choice. Here's why airlines are choosing OpenNDC as their NDC partner of integration:
NDC-Native Design: OpenNDC is built from the ground up around New Distribution Capability — no retrofitting, no hacks.
Scalable for Any Size: Whether a regional copyright or international airline, OpenNDC scales to your needs through cloud-based scalability.
Higher Revenue Potential: With smart bundling and personalization, OpenNDC enables airlines to generate more direct bookings and ancillary revenue.
Developer-Friendly: OpenNDC has clean, well-documented APIs, allowing it to be easy for IT teams to integrate and scale.
Real-Time Control: Airlines are able to dynamically adjust fares, establish promotions, and monitor offer performance in real time — supporting agile retailing tactics.
How OpenNDC Recognizes Key Market Challenges
The aviation industry is convoluted, with inherent challenges that act as roadblocks. See how OpenNDC identifies key market challenges and conquers them.
Challenge: Disintegrated Distribution System
Solution: OpenNDC consolidates content management, having consistency on all consolidated platforms.
Challenge: Lack of Offer Personalization
Solution: Leveraging data-driven decisioning and segmentation, OpenNDC offers personalization for each customer segment.
Challenge: Constraints of Legacy Systems
Solution: OpenNDC is a new overlay on legacy systems, filling the gap with more functionality.
Problem: Weak Revenue Maximization
Solution: OpenNDC facilitates dynamic pricing and upselling programs from actual-time demand signals.
Problem: No Single Branding and UX
Solution: OpenNDC facilitates uniform brand experience across all customer touchpoints through rich content.
Final Thoughts
The NDC era is in the right direction for airline retailing — but one that can only be fully realized with technology that knows the pragmatic demands of airlines' needs. OpenNDC is more than an integration platform; it's an entire, scalable, and future-proof solution that enables airlines to retail smarter, faster, and better.
From dynamic offer creation to real-time personalization, OpenNDC gives airlines the ability to compete not just on price, but on value and customer experience.
In a world where travelers expect flexibility, transparency, and personalization — OpenNDC delivers the tools to meet that demand.
If you’re exploring NDC adoption or looking to modernize your airline’s retailing capabilities, now is the time to discover what OpenNDC can do for you.